Stoke-on-Trent ‘Trainer innovation’ under starter’s orders

Inward investment chiefs have hailed the work of a North Staffordshire inventor, who is set to revolutionise the world of athletics and keep fit. Development agency InStaffs believes Adri Hartveld, a chartered physiotherapist of 25 years, has used the area’s outstanding academic resources and tradition of creativity to develop a new ‘heelless’ technology for running shoes, further reinforcing Stoke-on-Trent and North Staffordshire’s growing reputation in medical technologies and healthcare. The ‘Healus’ uses the revolutionary slant sole design to ensure that the heel bone is

decelerated over a greater distance, with the special shock absorbing material and plates ensuring that the impact on the body is more than halved. “It’s basically a heelless running shoe,” explained Adri. “I’ve spent a great deal of time and effort in examining the injuries and performance of people who run, whether that is in competition or those who just like to keep fit.” Adri, who undertook scientific research at Staffordshire University’s Biomechanics laboratory, explained the results:

“We found that conventional running shoes produced twice the impact force on foot strike compared to running in our Healus Technology version. The long-term effects of this can be very detrimental to an athlete.” Healus Ltd is very much a North Staffordshire affair, with the company’s Stoke-on-Trent base a hub for activity with a number of local partners, who all bring their own expertise to the table. This has speeded the process up considerably and allowed Adri to be in a position where he’s marketing the ‘technology’ to a host of big brand trainer manufacturers. It is an ambitious goal, but if successful, could result in tens of jobs within the local economy. “I genuinely think we will gain the first licensing agreement from a blue chip shoe producer before the end of the year and this will catapult us into a whole new market.” Adri continued: “At the same time, we’ve joined forces with Bourne Sports in Church Street, Stoke-on-Trent, who are showcasing the Healus shoe in the hope that people may want to order custom-made products. Interest has been good so far and we expect it to grow.”The local entrepreneur is determined that the company, which employs four people, will help galvanise the area’s growing medical technology sector. He cited the area’s outstanding academic resources at Keele and Staffordshire Universities and its unrivalled location, which gives him excellent access to all parts of the UK and Europe. John de Kanter, Chief Executive for InStaffs, is delighted that the technology is set to put Stoke-on-Trent on the map. “The City has got a long-tradition for its creativity and this is another example of the area working together to support an innovative product that can be used the world over.